Scorecard Concept Description

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Guide to ECR concepts

Demand Management

Supply Management

Concepts

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Demand Management

D2. Collaborative Shopper Value Creation

	Score	0	1	2	3	4
Concepts	General Meaning	Nothing Planned	Plans agreed but have not yet started implementation	Pilot tests being conducted	Roll out of implementation started	Fully Implemented
Collaborative Information Management	Capture, sharing and leverage of consumer knowledge to build relationships with customers (i.e. end-users or shoppers) and to enhance the proposition in both product and service using EPOS, loyalty data and focus groups.	Market, Consumer and Shopper data not available or used -- and no plans to collect this data.	Market, Consumer and Shopper data requirements have been defined, current sources identified and actions have been agreed to fill gaps.	Market, Consumer and Shopper data is being collected and stored for pilot testing of analysis requirements and assessment of potential value to both business partners as well as shoppers.	Market, Consumer and Shopper data is routinely collected, stored, shared and analyzed to assess purchasing behavior and shifts in consumer and shopper preferences. Management is starting to use the results routinely for decision making.	Results from analysis of market, consumer and shopper data are routinely used by management in setting business direction and for interactive communication with target shoppers.
Shopper Targeting	Identifying clear joint shopper segments by sharing strategies and information with the purpose of developing differentiated solutions within the context of Joint Business Plans.	No segmentation in place. Consumer and shopper data not available or used and no plans to collect or buy it.	Each party has identified and gathered market, shopper and consumer data from their proprietary information systems	Each party analyses their proprietary data to identify and prioritise shopper and consumer segments	Retailer and supplier share and align market, shopper and consumer data to identify and prioritise joint shopper/consumer segments	Clearly defined joint shopper segments agreed and used as the basis for making decisions. Process in place to improve continuously shopper segment knowledge. System infrastructure and organisation in place to track and monitor this work.
Differentiated Solutions	Trading partners collaborate to create unique solutions to meet targeted shopper needs, creating a bond between the shopper, the store and the brand.	Nothing done, focus still on traditional item / price merchandising. No shopper recognizable differentiation.	Recognize the need to differentiate beyond traditional item / price merchandising. Analysis has started to identify target shopper / shopper segments with trading partners.	Pilot work has started. Unique solutions identified for target shoppers. Joint business plans are being implemented to initiate a unique value proposition for defined shopper segments. Scope generally limited to a few categories.	The scope of the work has evolved to as many categories as needed to influence the behavior of the target shopper segment in the marketplace. The shopper recognizes the unique attribute provided by the retailer's solution.	The retailers and manufacturer work jointly defined business plans to interact in a unique way with a set of shopper segments to make them prefer the retailer as a provider for well defined shopper needs or occasions. The results is a measurably more loyal shopper.

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